The activity will be supported by consumer press advertising, PR and in-store activity.
The on-pack promotion will also see Lurpak’s shelf packaging printed in colour for the first time, in a bid to increase on-shelf visibility and stand out to the consumer.
The 100 day give away complements Lurpak’s overall creative strategy for 2010, the ’Joy of Creation’, which taps into consumers love of home baking.
Shoppers can enter a prize draw to win a £225 Dualit Food Processor by purchasing special packs of Lurpak Spreadable Slightly Salted, Lurpak Spreadable Unsalted, Lurpak Lighter and Lurpak Organic until 15 June.
Charlotte Buswell, brand manager for Lurpak, says: “We have run similar prize draws giving away Dualit products before and we know it really works with our target audience. We recommend retailers stock up with these special packs, to take advantage of this promotion.”